Johannesburg did not need another advertising campaign telling people to love their city. It needed people to experience it directly.
Jozi My Jozi faced a direct marketing challenge: how to persuade residents who associated the inner city with crime, grime and decline to leave their homes and rediscover downtown Joburg.
Run by a team of ardent, diehard Joburgers, Jozi My Jozi knows that the key to changing attitudes is to encourage locals and visitors to experience Jozi’s eclectic public spaces and attractions for themselves.
And what better mechanism to deploy than social media to create visible proof that the inner city was worth rediscovering?
We built our direct marketing strategy around a core behavioural proposition: we turned people’s participation into marketing.